• by David Goetzl  @dgoetzl, April 1, 2010

A&E Television Networks has signed to use Navic's Admira platform to sell inventory for three of its lower-profile networks. The online service looks to help buyers with targeting, and networks unload unsold time.

Admira employs set-top-box viewing data to help advertisers determine when and where to run spots most effectively. Navic is part of Microsoft.

A&E will sell time on its Bio, History International and History en Español. The programmer's sales force will also use Admira for some back-office-type functions.

Scott Ferris, general manager of an advertising group at Microsoft, stated: "Programmers recognize that data-driven, audience-centric media buying can help them better monetize their inventory and deliver increased value to advertisers and agencies."

Bio and History International are each in about 47 million homes, and History en Español is in some 29 million.

Advertisers can use Admira to determine whether "Biography" on Bio is the best venue to reach females 50-plus, or a soccer show on the Spanish-language History outlet can help target young males.

NBC Universal agreed to use Admira for some selling last year.